From the start, Apple has always been amusing people with its updates. And what I feel, the relation between Facebook and Apple’s update was never that happening. Rumors were floating about the end of Facebook Ads, but we still see those sponsored ads of brands on Facebook.
But now, the tables might turn, and Facebook can face issues while running Ads on iOS devices. Let’s find out what affected Facebook and its response to the same.
How Facebook Marketers gets affected by iOS 14
Apple announced changes with the iOS 14 update which will impact how Facebook receives and processes conversion events from Facebook pixels. Any business that advertises on mobile apps, including those who optimize, target, and report on web conversion events will also be affected. To summarize, Apple wants that all apps in the App store to ask its users permission for the app to track them in different ways.
This new iOS 14 policy will prohibit Facebook from tracking collecting data from its users. If the users opt-out of Facebook’s tracking, the effects will be:
- Businesses will not be able to track user behavior. The effectiveness of pixels is in danger.
- It will weaken the targeting options.
- The audience size will also get affected.
How Facebook Responded to iOS 14
Well, Facebook’s reaction to this topic makes one thing clear that Facebook is worried. Facebook in response to this said, they’ll start processing pixel conversion events from iOS 14 using Aggregated Event Management. Facebook’s new SDK for iOS 14 version 8 update helps in delivering the personalized ads to the iOS users and continues receiving app conversion events and reporting.
How Does iOS 14 Affect Your Ads?
Well sadly, there are several ways in which your ads will get affected. Some of them are:
- Less effective and efficient advertising
As mentioned earlier, the ability to track user behavior will come down. All Facebook advertising strategies, remarketing, conversion events rely on Facebook pixels. If the users opt out of tracking, then the pixel will lose its worth. If all the iPhone users opt out of Facebook’s tracking, then you’ll not be able to properly advertise to individuals via remarketing.
- Few sales from the website
The sales made from the website will also fall as you won’t be able to track your audience and cannot remarket them.
- Limited Growth
The small businesses wouldn’t be able to target their ideal audience which will limit their goal.
- Drop-in Facebook app install ad revenue
How you can sustain this crisis
The main component of Facebook advertising that will be affected the most is Pixel tracking. This means remarketing list, conversion events, and so on. So to handle this there are some options you should keep in mind while creating a campaign.
Exclude iOS devices: While you create campaigns and set up detail targeting just exclude the iOS devices.
- Create campaign outside conversion objective: Use other campaign objectives and use your website’s internal tracking to determine the sale occurred as a result of ads. This strategy will aid in the ability to drive results from prospecting campaigns.
- Break down your conversion flow on your landing page: This is a roundabout way to deal with this situation but still, it is worth applying. Users gave you information earlier in the conversion process, first name, last name, etc. which can be retroactively uploaded to Facebook and create a Custom audience.
In conclusion, I don’t think so that it is the end of Facebook advertising. It is just a matter of few months. Facebook will come up with some new changes and policies regarding tracking and conversion events. Till then, you should not just rely on Facebook pixels and their components rather find an alternative.